JC Lupis | Marketing Charts | Thu, 18 Aug 2016 13:30:16 +0000

Advertisers in the education vertical are targeting users searching for MBAs, according to a recently-released analysis from AdGooroo, a Kantar Media company. The report indicates that the term MBA and its variations accounted for 5 of the top 20 keywords by search spend, based on an analysis of US Google desktop text ad activity for the top 50,000 education keywords through the first half of this year.AdGooroo-Top-Search-Spend-Education-Keywords-Aug2016

Interestingly, click-through rates were far higher for MBA-related keywords when they were spelled out rather than abbreviated. “Master in business administration,” “Masters of business administration,” and “Master of business administration” all had click-through rates above 6%, while “m b a” and “mba” each had click-through rates only slightly higher than 2%.

(The analysts note that terms related to post-graduate study were far more prevalent than those related to under-graduate studies among the 50,000 keywords tracked.)

Among the top 20 keywords, the highest click-through rate (CTR) was for the term “psychology,” which had an average CTR of 11.13%. It had the lowest average cost-per-click, of $4.56. As for psychology, it came second to “nurse practitioner” in the top 10 vocation keywords by paid search spend. Half of the top 10 vocations by spend were related to the medical profession.

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Meanwhile, among the top 20 keywords overall, the highest costs-per-click were for the terms “online colleges” ($32.81), “criminal justice degree” ($31.26), and “online college” ($28.81). The competitive online education sub-vertical accounted for almost 12% (6,000) of the 50,000 education terms studied.

In fact, the top 2 advertisers among universities and online education were online programs – led by the University of Phoenix (6.14% impression share) and Capella University (4.92% share). Rounding out the top 5 were Full Sail University (4.75%), Walden University (2.69%) and Devry University (2.69%).

Interested in paid search? See this article for the top financial search terms among Millennials.

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